首页|基于数据驱动的跨境电商运营机制创新研究——以F品牌为例

基于数据驱动的跨境电商运营机制创新研究——以F品牌为例

Research on data-driven cross-border e-commerce operation mechanism innovation:A case of brand F

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跨境电商的猛速增长面临外部环境危机与内部治理结构不完整问题,迫使企业在数据驱动下实现运营从"野蛮生长"转向"精耕细作".通过案例分析引入F品牌作为研究对象,分析基于不同运营机制阶段下的数据演化过程,剖析当下F品牌运营壁垒,遵循"数据—产品—数据"思维逻辑,构建数据库迭代技术模型,揭示以"数据价值发现—数据价值创造—数据价值实现"为研究范式的创新运营机制实现方式以提升运营者在合适的环境中做出及时反应,提高中国跨境电商企业的竞争力与影响力.
With the accelerated development of globalization,cross-border e-commerce market shows a booming trend.In this context,the traditional operation mode has been difficult to meet the rapid changes and diversified needs of the cross-border market.At present,the data obtained by cross-border e-commerce are enough to solve the internal management process and department needs.However,due to the dispersion and use value of data,the data information between different departments cannot be effectively communicated,resulting in a large number of value data forming barriers.The resulting operational differences cannot fully peel away the data to observe the expression dilemma behind it,resulting in a difference gap.It is impossible to form an accurate,personalized and logical operation mechanism.The cross-border e-commerce market is highly complex and changeable.Single case studies can have a deep insight into the market status quo in a specific context,accurately capture and explain the operation behavior in a specific environment under situational sensitivity to reveal its causal relationship,enhance the persuasive power of research by collecting and analyzing detailed empirical data,and make flexible and adaptive adjustments in the face of new problems of research objects in the research process.Therefore,taking brand F as an example,this paper integrates first-hand and second-hand research materials,including internal documents,interview records,observation notes,etc.,analyzes the collaborative relationship between the research object and the research target through the single-case study method,analyzes its potential operation rules based on the data-product-data theory,and reveals the operation mechanism logic from the data-driven perspective.By grafting data technology and application,the study reveals the realization mode of innovative operation mechanism with"data value discovery-data value creation-data value realization"as the research paradigm,realizing the interaction and cooperation of design end,production end and marketing end,and integrating value chain links to promote the reconstruction of industrial chain.The construction of an ecological operation mechanism can gradually focus on trend benefits,maximize their benefits,optimize the coordination degree between vertical supply chain resources and supply departments,improve product attribute labels,strengthen consumer search accuracy,improve consumer satisfaction and audience stickness,avoid data stacking and functional limitations,maximize information value and eliminate idle data and functions in time.In the future,it is necessary to improve the extrapolation of research and the applicability to the global market by expanding the sample size and incorporating more consumer groups with multicultural backgrounds.In terms of technology iteration and follow-up,the latest data technologies and operational tools can be continuously followed up and incorporated to more fully explore the potential and application of products.For the research on shortening cultural differences,cross-cultural perspective research can be strengthened to deeply analyze the influence of different cultures on consumer behavior preferences,so as to optimize cross-cultural operation strategies.In terms of data management and analysis technology innovation,it is necessary to explore advanced data management and analysis technology to deal with more complex data types and improve the accuracy and efficiency of data analysis.

digital technologycross-border e-commerceoperation mechanismdata processingdata managementdata-driven

朱伟明、章钟瑶

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浙江理工大学服装学院,杭州 310018

数字技术 跨境电商 运营机制 数据处理 数据管理 数据驱动

国家社会科学基金艺术学项目

21BG138

2024

丝绸
浙江理工大学 中国丝绸协会 中国纺织信息中心

丝绸

CSTPCD北大核心
影响因子:0.567
ISSN:1001-7003
年,卷(期):2024.61(10)